Visual Arts in Retail Management
Retail
management and visual arts are two key fields that have been correlated for a
long time now. Visual arts are art forms such as painting, ceramics,
printmaking, drawing, photography, crafts, and filmmaking whereas retail
management is the process of improving customer satisfaction and increasing
sales by understanding the behaviors of the consumers. This article will focus
on the relationship between visual arts and retail management. And I will
explain how visual arts has greatly influenced operations in the retail
management sector. Moreover, we will use the artwork Salvador Dali as an
example to describe the connection between these two fields.
Every
retailer’s main objective is to sell as much merchandise as possible, and most
of them have devised a lot of ways to do so. However, there is one technique
that has become essential in helping them achieve their goals, and that is the
visual merchandising. This is the
process where the retailers visually display their merchandise to entice the
shoppers (Banks, 2014). Salvador Dali was one of the pioneers of this process
in the 20th century, and his idea was to develop window displays together
unique products particularly for the visual merchandising purpose. According to
Davis (2015), following his success, other retail business started
commissioning several artists to help them develop window displays, interior
floor display, and interior space and flow design.
Salvador
Dali believed that visual merchandising was a necessary retail strategy that
promotes the aesthetics of a commodity with the objective to maximize sales.
Successful implementation of this technique broadens a retailer’s market and at
the same time improves brand loyalty. However, there are a lot of elements that
go into the success of this process. Some of the factors that should be
considered include Shapes, colors, and several textures, uniform and
presentation, and lighting. If you closely evaluate these components, you will
notice that a strong command of visual arts knowledge is required to develop a
highly effective visual merchandising process (Dollard, 2015).
Based on Sparks (2016) findings, the visual
elements that the retailer chooses to surround and advertise his products will
greatly influence the behavior of his customers when buying the products. Most artists sell their artworks to
retailers, wholesalers, department stores, and galleries. Retailers use these
artworks to give a visual identity to their stores (Weiner, 2015). In fact, nowadays most retailers have turned to visual
merchandising to help them maintain a good brand reputation. They believe that
using relevant visual arts and effective graphics will bolster their sales and
most importantly increase foot traffic into their stores. From this
development, we realize that visual arts are essential in retail management
since it helps retailers boost their sales.
Salvador
Dali was not only an artist but a rich businessman. He spearheaded the ideology
that artistic capability can be used in many fields. He paved the way for
artists to see themselves as brands (Moulin, 2013). Through Dali’s way of
conducting business, retailers were able to see that window display was one of
the best ways of executing visual merchandising. This window display enables new customers
together with the existing clients to see the best-selling products, the newly
arrived commodities, and even enhances the brand’s image. From Dali’s success
as a businessman and using visual art as a tool to promote his brand, we notice
that there exist an important association between the visual arts and retail
management.
In
conclusion, we realize that there is a strong relationship between visual arts
and retail management. This is because from Salvador’s success and the initiation
of visual merchandising technique we see that skillful use of visual arts is
required to increase customer sales in the retail industry.
Works
Cited
Banks, Dorie G. Understanding
the Importance of Visual Merchandising on ... 2014,
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Davis, Cathy F. The
History of Visual Merchandising in Retail Industry ... 2015, www.bing.com/cr?IG=1F1BFFDB1BB840829C34D41EAEB1C1D1&CID=39C393466DC86BDD3D0299B76CCE6AC7&rd=1&h=E12yQhGFXnM9zwDq43BU4ZPYZeVI-LAsu0Hz80-67Vk&v=1&r=http%3a%2f%2fcreativitywindow.com%2f2012%2f09%2fthe-history-of-visual-merchandising&p=DevEx,5121.1.
Accessed 2 Sept. 2017.
Dollard, Victor
S. Understanding visual merchandising for retail business - VTCT. 2015,
www.bing.com/cr?IG=D54A40746F5745F58A51A552D0CADB2B&CID=001471A3C2516E7318C17B52C3576F7F&rd=1&h=V_0bY1AWO3mupuZsm3x6SHmOUgHbjJxNtfUguqM_3MA&v=1&r=http%3a%2f%2fqualifications.vtct.org.uk%2ffinder%2funitpdf%2fUV20362.pdf&p=DevEx,5380.1.
Accessed 2 Sept. 2017.
Moulin, John H. Salvador
Dalà Biography, Art, and Analysis of Works | The ... 2013,
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Accessed 2 Sept. 2017.
Sparks, Gary B. Visual
Merchandising and Retail Floor Displays ... - Staples®. 2016,
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Weiner, Farzad
O. Visual Arts and Crafts Businesses | Data.NOLA.gov. 2015,
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